It’s Friday martini time! Here’s what we’re talking about in media this week:

1. Changing Media: Is Reporting More About Sharing and Curation?

With social media, both casual observers and publications can report – and amplify – the news. Newsmakers can now share news directly with the consumer via Twitter, Tumblr, Facebook and blogs, without needing to bring their story to traditional media outlets. The role of the reporter used to be both finding and reporting the news. Now, it’s more about choosing which news should be amplified — and which should be ignored, according to GigaOm.

3. The Orange County Register Is Hiring – Because Print’s Where the Money Is

At a time when many other newspapers (and news magazines) are starting to focus on digital, the OC Register – under new ownership – is pouring money into print. Nieman Journalism Lab reports that the paper is hiring about 50 editorial staffers and adding new print sections “because print’s where the money is.” The plan? Increase quality of the print edition, hike up subscription prices, and put up a paywall – moving away from a solely advertising-based newspaper model to a subscriber-based model.